JOURNAL OF SHANDONG UNIVERSITY(NATURAL SCIENCE) ›› 2026, Vol. 61 ›› Issue (8): 1-15.doi: 10.6040/j.issn.1671-9352.0.2024.329

   

Adoption strategy of return shipping insurance in live streaming supply chains

WANG Yuyan1, LIANG Shumin2, DING Luping1, WANG Xinya1   

  1. 1. School of Management Science and Engineering, Shandong University of Finance and Economics, Jinan 250014, Shandong, China;
    2. School of Business, Shandong Normal University, Jinan 250358, Shandong, China
  • Published:2026-08-12

PDF (PC)

3

Abstract: This paper focuses on the issue of product returns in live-streaming e-commerce supply chains, exploring the effectiveness of return shipping insurance strategies under different live-streaming models and the optimal decisions for brand owners in addressing consumer returns. By constructing four game theory models involving brand owner influencer streamers, and online retailers, the study systematically analyzes the adoption of return shipping insurance strategies and pricing strategies across various live-streaming operational modes, while also proposing optimal live-streaming mode choices for brand owners. The research shows that return shipping insurance can significantly reduce return handling costs for brand owners in high return rate scenarios, though its effectiveness is constrained by the level of shipping subsidies and related costs. Influencer live-streaming, supported by return shipping insurance, demonstrates a clear advantage; however, in cases of high return handling costs, brand-owned live-streaming, particularly when combined with technologies such as AI streamers, offers more pronounced benefits. The conclusions of this study provide important theoretical foundations and practical guidance for brand owners in managing product returns in live-streaming e-commerce.

Key words: live-streaming supply chain, return shipping insurance, AI live-streaming, pricing strategy, Stackelberg game

CLC Number: 

  • F224
[1] 张维佳. 2024年全球直播电商行业市场现状分析 海外直播电商市场潜力巨大[EB/OL].(2024-01-17)[2024-07-26]. https://www.qianzhan.com/analyst/detail/220/240117-df753db3.html. Zhang Weijia. Analysis of the current market situation of the global live streaming e-commerce industry in 2024. The overseas live streaming e-commerce market has enormous potential[EB/OL].(2024-01-17)[2024-07-26]. https://www.qianzhan.com/analyst/detail/220/240117-df753db3.html.
[2] 中国互联网络信息中心(CNNIC). 第55次中国互联网络发展状况统计报告[R/OL]. 2025-01-17. https://www.cnnic.net.cn/n4/2025/0117/c88-11229.html. China Internet Network Information Center(CNNIC). The 55th Statistical Report on Chinas Internet Development[R/OL]. 2025-01-17. https://www.cnnic.net.cn/n4/2025/0117/c88-11229.html.
[3] 艾瑞数智. 2023年中国直播电商行业研究报告[R/OL]. 2024-03-01. https://report.iresearch.cn/report_pdf.aspx?id=4316 IResearch. 2023 China Live Streaming E-commerce Industry Research Report[R/OL]. 2024-03-01. https://report.iresearch.cn/report_pdf.aspx?id=4316
[4] Celine. 2020年中国直播电商行业研究报告[R/OL]. 2020-12-02. https://www.36kr.com/p/986332005917833 Celine. 2020 China Live Streaming E-commerce Industry Research Report[R/OL]. 2020-12-02. https://www.36kr.com/p/986332005917833
[5] George A S. The hidden cost: understanding the environmental impact of online purchase returns[J]. Partners Universal Innovative Research Publication, 2024, 2(1):132-149.
[6] Li Y, Li G, Tayi G K, et al. Return shipping insurance: free versus for-a-fee?[J]. International Journal of Production Economics, 2021, 235:108110.
[7] Xin B, Hao Y, Xie L. Strategic product showcasing mode of e-commerce live streaming[J]. Journal of Retailing and consumer services, 2023, 73:103360.
[8] Zhang W, Yu L, Wang Z. Live-streaming selling modes on a retail platform[J]. Transportation Research Part E: Logistics and Transportation Review, 2023, 173:103096.
[9] 张雷,赵宇,段玉兰. 直播渠道引入下多渠道供应链定价策略研究[J]. 系统科学与数学,2024,44(10):2973-2993. Zhang Lei, Zhao Yu, DuanYulan. Research on pricing strategy of multi-channel supply chain based on the introduction of the live streaming channel[J]. Journal of Systems Science and Mathematical Sciences, 2024, 44(10):2973-2993.
[10] 王玉燕,丁露萍,霍宝锋. 直播电商供应链中制造商的直播引入策略研究[J]. 系统科学与数学,2025,45(5):1471-1493. Wang Yuyan, Ding Luping, Huo Baofeng. Research on manufacturers live streaming introduction strategies in the live streaming e-commerce supply chain[J]. Journal of Systems Science and Mathematical Sciences, 2025, 45(5):1471-1493.
[11] Du Z, Fan Z P, Sun F. Live streaming sales: streamer type choice and limited sales strategy for a manufacturer[J]. Electronic Commerce Research and Applications, 2023, 61:101300.
[12] Zhen X, Wang P, Li X. The streamers sales strategy choice considering sales effort[J]. Journal of Retailing and Consumer Services, 2024, 78:103745.
[13] Ye F, Ji L, Ning Y, et al. Influencer selection and strategic analysis for live streaming selling[J]. Journal of Retailing and Consumer Services, 2024, 77:103673.
[14] 王翠翠,徐静,秦海生,等. 电商主播类型对消费者购买行为的影响:AI主播和真人主播[J]. 管理科学,2023,36(4):30-43. Wang Cuicui, Xu Jing, Qin Haisheng, et al. Effect of e-commerce anchor types on consumers purchase behavior: AI anchors and human anchors[J]. Journal of Management Science, 2023, 36(4):30-43.
[15] Niu B, Yu X, Dong J. Could AI livestream perform better than KOL in cross-border operations[J]. Transportation Research Part E: Logistics and Transportation Review, 2023, 174:103130.
[16] 程永伟. 直播带货的合作模式与决策优化[J]. 中国管理科学,2024,32(5):297-306. Cheng Yongwei. Cooperation modes and decision optimization in live streaming commerce[J]. Chinese Journal of Management Science, 2024, 32(5):297-306.
[17] 李恒宇,柴俊武. 溢出效应下制造商的直播带货策略研究[J]. 中国管理科学,2024,32(9):171-181. Li Hengyu, Chai Junwu. Cooperation strategy of manufacturer in live-streaming considering with spillover effect[J]. Chinese Journal of Management Science, 2024, 32(9):171-181.
[18] 张艳芬,徐琪,陈海军. 考虑平台流量补贴的直播电商供应链协同激励契约研究[J]. 运筹与管理,2024,33(7):144-150. Zhang Yanfen, Xu Qi, Chen Haijun. Collaborative incentive contract of live streaming commerce supply chain considering platform traffic subsidy[J]. Operations Research and Management Science, 2024, 33(7):144-150.
[19] Xu Q, Shao Z, Zhang L, et al. Optimal livestream selling strategy with buy-online-and-return-in-store[J]. Electronic Commerce Research and Applications, 2023, 61:101307.
[20] 何鹏,尚琦,王先甲,等. “直播+”背景下考虑平台监管的电商供应链演化博弈分析[J]. 系统工程理论与实践, 2023, 43(8):2366-2379. He Peng, Shang Qi, Wang Xianjia, et al. Evolutionary game analysis of e-commerce supply chain considering platform supervision under the background of "live streaming+"[J]. Systems Engineering-Theory & Practice, 2023, 43(8):2366-2379.
[21] 韩召,杜刚,熊爱华. 电商直播类型对新产品购买意愿的影响[J]. 经济管理,2023,45(4):133-150. Han Zhao, Du Gang, Xiong Aihua. Research on the influence of e-commerce live streaming type on consumers purchase intention of new products[J]. Business and Management Journal, 2023, 45(4):133-150.
[22] Xu W, Zhang X, Chen R, et al. How do you say it matters:a multimodal analytics framework for product return prediction in live streaming e-commerce[J]. Decision Support Systems, 2023, 172: 113984.
[23] Duan Y, Song J. The adoption of live streaming channel considering impulse buying and product returns[J]. International Journal of Production Economics, 2024, 274: 109295.
[24] Chen Z, Fan Z P, Zhao X. Offering return-freight insurance or not: strategic analysis of an e-sellers decisions[J]. Omega, 2021, 103: 102447.
[25] Zhang C, Yu M, Chen J. Signaling quality with return insurance: theory and empirical evidence[J]. Management Science, 2022, 68(8): 5847-5867.
[26] Zhang T, Guo X, Wu T. An analysis of cross-channel return processing with return-freight insurance for live streaming platforms[J]. Computers& Industrial Engineering, 2022, 174:108805.
[27] 百度优选. 百度优选慧播星: 双十一直播更优选[EB/OL].(2023-11-09)[2024-07-26]. https://baijiahao.baidu.com/s?id=1782070419467487506&wfr=spider&for=pc. Baidu Optimal Selection. Baidu optimal selection of huibo star-double eleven live streaming is even more preferred![EB/OL].(2023-11-09). https://baijiahao.baidu.com/s?id=1782070419467487506&wfr=spider&for=pc.
[28] 九派财经. AI数字人占领直播间:比董宇辉更勤奋,成交量超越真人[EB/OL].(2023-08-30)[2024-07-26]. https://baijiahao.baidu.com/s?id=1775664545417797645&wfr=spider&for=pc Jiupai Finance. AI digital humans occupy the live broadcast room: more diligent than Dong Yuhui, with transaction volume surpassing that of real people[EB/OL].(2023-08-30)[2024-07-26]. https://baijiahao.baidu.com/s?id=1775664545417797645&wfr=spider&for=pc.
[29] Feng X, Rong Y, Tian X, et al. When persuasion is too persuasive: an empirical analysis of product returns inlivestream e-commerce[J]. Production and Operations Management, 2024:3978-3997.
[30] 周驰,李赫,于静. 委托代理关系下品牌商网络直播营销激励机制设计[J]. 中国管理科学,2025,33(4):265-274. Zhou Chi, Li He, Yu Jing. Incentive mechanism design for brands live streaming marketing under principal-agent relationship[J]. Chinese Journal of Management Science, 2025, 33(4):265-274.
[31] Zhou C, Leng M, Liu Z, et al. The impact of recommender systems and pricing strategies on brand competition and consumer search[J]. Electronic Commerce Research and Applications, 2022, 53:101144.
[32] 郑森圭,苏丹华,汪寿阳,等. 直播平台打赏收入分成模式研究[J]. 系统工程理论与实践,2020,40(5):1221-1228. Zheng Sengui, Su Danhua, Wang Shouyang, et al. Research on reward income sharing model of live streaming platforms[J]. Systems Engineering-Theory & Practice, 2020, 40(5):1221-1228.
[33] 王建华,代倩文. 基于退货运费险的产品价格、质量决策研究[J]. 物流科技, 2022, 45(5):1-6. Wang Jianhua, Dai Qianwen. Research on product price and quality decision based on return insurance[J]. Logistics Sci-Tech, 2022, 45(5):1-6.
[34] 张鹏,王慧娟,张津玲. 基于有限理性消费者的网络零售商退货运费险策略研究[J]. 管理评论,2023,35(4):156-171. Zhang Peng, Wang Huijuan, Zhang Jinling. Return freight insurance strategies for online retailers considering bounded rational consumers[J]. Management Review, 2023, 35(4):156-171.
[35] 查睿. “双11”五次热搜背后:头部主播“四面楚歌”,店铺自播迎来“春天”[EB/OL].(2023-11-13)[2024-07-26]. https://www.jfdaily.com/staticsg/res/html/web/newsDetail.html?id=680050 Zha Rui. Behind the five hot searches of "Double 11": Top anchors are "surrounded", and store self-broadcasting welcomes "spring"[EB/OL].(2023-11-13)[2024-07-26]. https://www.jfdaily.com/staticsg/res/html/web/newsDetail.html?id=680050
[36] Chen Z, Fan Z P, Zhu S X. Extracting values from consumer returns: the role of return-freight insurance for competing e-sellers[J]. European Journal of Operational Research, 2023, 306(1):141-155.
[1] GAO Wei, NI Guanqun. Cooperation strategy between retailers and community group buying platforms considering the time sensitive differences of consumers [J]. JOURNAL OF SHANDONG UNIVERSITY(NATURAL SCIENCE), 2025, 60(9): 99-109.
[2] Peng YANG,Xiaoyan ZHANG. Optimal reinsurance contract design based on Stackelberg game [J]. JOURNAL OF SHANDONG UNIVERSITY(NATURAL SCIENCE), 2023, 58(11): 1-14,26.
[3] ZHOU Chi, WANG Yi-xin, YU Jing. Wholesale, agency or hybrid? sales mode choices of hybrid platform in competition with self-run platform [J]. JOURNAL OF SHANDONG UNIVERSITY(NATURAL SCIENCE), 2023, 58(1): 89-100.
[4] Yun-miao GUI,Zhong WU,Hong-chun HU. Pricing strategy of vehicles and cargos matching platform in the sharing economy [J]. JOURNAL OF SHANDONG UNIVERSITY(NATURAL SCIENCE), 2020, 55(1): 69-76,85.
[5] XIAO Min, YU Min, HE Xin-hua. Channel pricing strategy of supply chain considering vertical E-commerce [J]. JOURNAL OF SHANDONG UNIVERSITY(NATURAL SCIENCE), 2019, 54(3): 110-118.
[6] CHENG Xi, WANG Chuan-xu, XU Lang. Decision-making in low-carbon supply chain considering altruism preference [J]. JOURNAL OF SHANDONG UNIVERSITY(NATURAL SCIENCE), 2018, 53(5): 41-52.
[7] XIAO Di, JIN Wen-wen. Pricing strategy for supply chain considering horizontal competition under C2B mode [J]. JOURNAL OF SHANDONG UNIVERSITY(NATURAL SCIENCE), 2018, 53(5): 53-60.
[8] ZHANG Ke-yong1, WU Yan1, HOU Shi-wang2. Pricing strategy of considering retailer’s fairness concerns in  the closed-loop supply chain [J]. J4, 2013, 48(05): 83-91.
[9] LU Yuan-yuan. Cooperative advertising strategy and order policy under retailers’ competition [J]. J4, 2011, 46(1): 71-78.
[10] LU Yuan-yuan , . Strategic multi-brand retailer response to the asymmetric supply chain channel [J]. J4, 2008, 43(8): 19-23 .
Viewed
Full text


Abstract

Cited
  Shared   
  Discussed   
No Suggested Reading articles found!
Copyright 2018 © Editorial office of JOURNAL OF SHANDONG UNIVERSITY(NATURAL SCIENCE)
Supported by Beijing Magtech Co.Ltd